“Since I attended Ann’s PR writing class and started implementing her tips, every press release I’ve written has been picked up by the media. That’s what I call ROI!”

PR professionals have been married to the traditional news release format since Ivy Lee created the release more than 100 years ago. Why, then, do we need a new approach?

Beat the odds Learn to put your releases among the 3% to 45% of those that actually get the word out at our PR-writing Master Class on Sept. 6-7 in Atlanta. Register now.

With 2,500 releases going out each day — that’s one every 35 seconds — the impact of your traditional news release ain’t what it used to be. In fact, fewer than 50% of all traditional news releases ever get covered, according to PR Newswire’s own research.

Fewer than 50% of all traditional news releases ever get covered, according to PR Newswire’s own research.

In this PR writing workshop, you’ll learn current best practices from the Public Relations Society of America’s “national writing coach.” You’ll find out how to go beyond PR 101 approaches to write media relations pieces that get posted and published and reach stakeholders directly.

— Jennifer Cole, public affairs specialist, USDA NRCS

Cut Through the Clutter in PR

Measurably boost readability with our targets, tips & tools

Regardless of what you’re writing, Cutting Through the Clutter is the No. 1 way to keep readers reading.

But the stakes are even higher when it comes to PR pieces. That’s because, say, if your lead is too long, Google News might reject it. If it’s too short, Google News will reject it.

Leave this session with “the numbers” you need to measurably improve your readability.

Fortunately, academics have tested and quantified what makes copy easy to read. Unfortunately, that research virtually never makes it out of the ivory tower and into the hands of PR writers who could actually apply it.

But you’ll leave this session with “the numbers” you need to measurably improve your readability. Specifically, you’ll learn how to:

Pass the Goldilocks test: Write a headline that’s not too long or too short, but just right. (Google News ignores one in five releases because the headline is too long!)

“This is the best writing class I’ve attended in my 25-year PR career.”

— Mark Alden, PR manager, National Semiconductor

Write Killer Bites

Turn lame-ass quotes into scintillating sound bites

Half of reporters complain that quotes in releases don’t sound natural, according to a 2014 Greentarget survey. Maybe that’s why 78% of them don’t regularly use quotes from releases.

No wonder! As one of my clients says, “Quotes in news releases sound like the teacher in a Charlie Brown cartoon: ‘Wah wah wah wah.’”

Transform your quotations from bleh to brilliant.

So how can you get the wah-wah out to write quotes that reporters will actually use? In this session, you’ll learn how to transform your quotations from bleh to brilliant. Specifically, you’ll learn how to:

Write tight bites. Even a lame quote will sound better when you use our quote length targets.

Put a quota on quotes. Steal a trick from The New York Times to avoid overquoting.

Write quotes that sound human — not like a computer spit them out.

Avoid the worst PR clichés. PR Newswire sees 1,284 of these in a single month.

“Without question, the best workshop I’ve ever taken.”

Lift Ideas Off the Release

Reach nonreaders with display copy

Sixty percent of your audience members aren’t reading your release, pitch or bylined article, according to estimates by professors at the University of Missouri.

So how can you craft PR pieces that reach nonreaders?

Pull readers into your PR pieces, make them more inviting and even communicate to flippers and skimmers.

In this session, you’ll learn how to use your display copy — subject lines, headlines and links, for instance — to pull readers into your PR pieces, make them more inviting and even communicate to flippers and skimmers. Specifically, you’ll learn how to:

Reach the 67% of “readers” who skim the news, according to Harris Interactive Poll. (Just 19% read news word-by-word.)

Write links that don’t get lost on portals. Plus, avoid the wrath of Google News by adding one essential element to your links.

Make the most of the first 11 characters of your headline. Otherwise, potential readers might skip instead of click.

Make your release, pitch or other PR piece 47% more usable by adding a few simple elements.

And more … Learn other PR writing best practices from the author of PRSA Tactics’ “Writing With Wylie.”

“Every PR pro should take this!”

Optimize for Google and Humans

Master SEO for releases

Optimizing your release can increase the audience for your news by 538%, website visits by 1,900% and tweets by 800%, according to five side-by-side case studies by SEO-PR and Rutgers CMD.

The good news is, news release optimization takes only a few simple steps. The bad news is, few PR pros know what those steps are. Even some of the best-intentioned pros use SEO techniques that get penalized — not rewarded — by Google.

Learn the latest best practices for optimizing your release.

In this session, you’ll learn the latest best practices for optimizing your release. Specifically, you’ll learn how to:

Avoid Google’s wrath. Avoid best practices from last year that Google now treats as gaming the system. The penalty: lower rankings.

Link for SEO. Learn where to link, how often to link, how to write a release link (it’s different from every other kind) and what you must add to your links to avoid being penalized by Google.

Optimize for semantic search. Now that Google’s gotten smarter, as well as tougher, keyword stuffing can’t help, might hurt. So what’s a writer to do?

Write for search engine results pages. Help readers click on, as well as find, your release.

“Ann has shaken up my perceptions about what PR writing should look like.”

— Deb Stenberg, communication director, Federal Way Public Schools

Get a PR-Writing Workout With Wylie

Take your story from ‘meh’ to masterpiece

In the crunch of writing headlines and meeting deadlines, it sometimes seems as if there’s not enough time to pause and consider how you’re doing. But in our practice sessions, you’ll get a great opportunity for reflection and improvement.

Bring your laptop and a story to work on. You’ll get a chance to write and rewrite, get and give feedback, and leave with a totally rewritten piece.

Get a chance to write and rewrite, get and give feedback, and leave with a totally rewritten piece.

In these practice sessions, you’ll:

Master the techniques you learn in the workshop by applying them immediately. (That’s how we put the “Master” in the Master Class!)

Gain valuable insights on your work from your peers and from Ann.

Learn to analyze and improve others’ writing — the best skill you can develop for editing others or improving your own work.

“The release I worked on in Ann’s Master Class got 68.5% more page views and 19% more coverage vs. our top competitors than average. It got picked up by two targeted industry publications and resulted in a follow-up interview with our metro daily.”

— Loren LeVasseur, public relations supervisor, Coverys

Don’t miss out. This is the only PR-writing workshop in Atlanta we have scheduled for 2018.

Location & logistics

“Ann’s approach helped me showcase the story angle our readers want to read. Best of all, senior management was thrilled with the new style.”

Discounts

Save $100 each when you bring two or more colleagues. (Big group? If you have 10 or more colleagues who would benefit from training, contact Ann to schedule a customized, in-house writing workshop.)

Save $50 each when you bring one colleague.

Earn a free, 3-month subscription to Rev Up Readership — a $97 value — if you’re among the first 10 to register.

Payment policy

Your registration is not complete until you have paid in full. If your company requires an invoice, please use either the printable invoice or the email confirmation you will receive. Both will include the details of the workshop, including the dates and the workshop fee.

Payment methods

You may pay by credit card or check.

Cancellations/substitutions

Can’t make it?

Send a colleague. We’ll miss you! But please feel free to send a friend in your place. No charge for substitutions.

Transfer to a different Master Class. Choose one of our upcoming workshops. No charge to transfer.

We reserve the right to cancel workshops. If we do, we will apply your registration fee to another workshop or refund your fee. But we will not be responsible for any additional costs you have incurred, such as airfare or travel expenses.

Confirmation

You’ll receive confirmation of your registration by email. Please white-list Ann@WylieComm.com and orders@eventbrite.com to make sure you receive your registration materials. If they don’t arrive within an hour of your registration, please contact us directly.

Don’t miss your chance.

“Some of the most valuable, actionable information I’ve ever taken away from a conference. Well worth the time and investment.”

— Lindsey Foss, PR manager, Iowa Soybean Association

FAQ

“Great – a must! Highly recommend.”

— Jo Banner, communications manager, New Orleans Plantation Country

Frequently asked questions

May I pay by check or purchase order?

Yes, please contact us at Ann@WylieComm.com. Let us know how many and what type of tickets you need, attendee details and your preferred payment method. We will issue an invoice or purchase order if you need one.

“Fantastic! Reinforced some of our best practices, and identified so many more that we can put to action immediately.”

— Kelsey Ruthman, account manager, Osborn Barr

Do you offer any discounts?

We have no doubt that the Master Class will be the best money you invest this year on your professional development. But here are six ways to reduce that investment or boost your return on it:

“I truly believe that one tip I learned from Ann has enhanced the interest of the media at least threefold, as we received better media coverage than expected at several events.”

— Carl Walton, U.S. Postal Service

Do you accommodate special dietary preferences?

Please specify your dietary preference when you register.

“My releases are tighter and much more attention grabbing. I’ve received compliments from even the biggest critics. I learned more from Ann’s workshop than from all the books I’ve read. This is down-and-dirty information that tells you all you need to know to write a great release. No fluffy stuff — just the tools you need to get the job done.”

— Victoria Rochkind, copywriter, communications, Affinity Health Plan

Trainer

“Other writing coaches tell you what to do. Ann shows you how. ”

About Ann Wylie

Ann Wylie runs a training, editing and consulting firm called Wylie Communications. She works with communicators who want to reach more readers and with organizations that want to get the word out.

Her workshops take her from Hollywood to Helsinki. There, she helps clients at organizations like NASA, Nike and Nokia polish their skills and find new inspiration for their work.

Ann has earned more than 60 awards, including two IABC Gold Quills, for her communications. She is the author of more than a dozen learning tools that help people improve their communication skills, including RevUpReadership.com, a toolbox for writers.